Dangers of not buying a Jeep revealed in new ad

Jeep has released the latest ad in its “bought a Jeep” series focusing on the potential consequences of not buying a Jeep.

The 2014 Grand Cherokee ad, by CumminsRoss, focuses on two men forced to chaperone a children’s cowboy themed birthday party while their absent friend is out enjoying a drive.

CumminsRoss CEO Sean Cummins told Mumbrella: “We’ve got a lovely retail platform for Jeep which is the ‘I bought a Jeep’ campaign and we’re looking at it from all different angles. So it is a variation but the theme is exactly the same.”

“It’s just there to continue something that’s really caught the imagination of the public. In fairly rapid time it’s become a bit of a public favourite,” added Cummins.

The “I bought a Jeep” campaign has spawned a number of parodies, including one by The Van Vuuren Brothers on the psychosis that sets in when somebody only uses that phrase.

“It’s crazy but great, you know you’ve pushed through to another level when it becomes a punchline or it becomes something in the vernacular and that’s the high watermark of any campaign that can do that,” said Cummins.

“It’s a nice way to put across a retail message, treat the consumer with respect by giving them a little joke to break it up, otherwise you find yourself with just screaming shots of cars and prices and no one really wants that. We try to treat the consumer with intelligence.”

Client Credits:

  • Client: Fiat Chrysler
  • Director of Marketing: Mark McCraith
  • Senior Manager, Sponsorship and Dealer Activation: Luke Skrzelinski
  • Executive Marketing Assistant: Natasha Cuthers-Clark.

Agency credits

  • CEO: Sean Cummins
  • Executive Creative Director: Jason Ross
  • Creative Director: Steve Callen
  • Creative: Ed Howley, Toby Cummings, Sara Oteri, Josie Fox
  • Group Account Director: Ben Epstein
  • Integration Manager: Rosie Bean

Production Credits:

  • Production Company: Nice Bike
  • Director: Marcus Flack
  • Producer: Lou Quill
  • DOP: Joel Betts
  • Senior Online Editor: Damian Capicchiano
  • Colourist: Fergus Hally

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